MTG drafts in ex-DR, Metronome execs for new Danish digital studio

Scandinavian broadcaster and production group MTG is launching a digital studio in Denmark, with former DR and Metronome execs joining as a result.

Nice One Denmark will be part of MTG’s Nice Entertainment Group. Nice One brands already exist in Sweden and Norway.

Metronome Productions digital business chief Klara Sofie Svendsen and former DR1 and DR3 development exec Niels Lindberg will lead the new unit as chief commercial officer and chief creative officer respectively.

They will aim to produce content for brands and online platforms, with both Svendsen and Lindberg joining the Nice Entertainment Nordic management group.

There will also be close collaboration with Nice-owned Strong Productions, which is based in Copenhagen.

Strong CEO Kristian Farcin-Leth called Nice One “a breath of fresh air”, adding: “They represent the future in many ways, and I hope that the synergies between our two companies in Denmark will benefit both businesses, as well as new and existing customers.”

“Nice One has already proven in Sweden and Norway that the combination of commercial and digital forces with TV production can create a new discipline at the intersection between storytelling and advertising,” said Svendsen. “Our ambition is to empower brands to offer consumers high quality content on all relevant platforms.”

Creative chief Lindberg worked at Danish pubcaster DR and in format acquisitions for Nice in Scandinavia and the Netherlands.